SBD/Issue 198/Sponsorships, Advertising & Marketing

WNBA Liberty Using New “Raising The Game” Ad Campaign

The WNBA Liberty are using a new ad campaign tagged “Raising the Game,” which celebrates the team’s tenth anniversary, pushes ticket sales and encourages children to attend games in an effort to “lay a foundation for a bigger fan base,” according to Stuart Elliott of the N.Y. TIMES. The campaign, via the team’s new ad agency, The Watsons, N.Y., is appearing on TV and radio; in print; online at nyliberty.com; and on signs and posters in transit systems and inside and outside of MSG. Liberty Senior VP & GM Carol Blazejowski said, “Going into our next decade, we wanted to come out with an entirely different approach.” Blazejowski also said the team is “trying to sell on motivation, not just on the sports page.” She cited research that showed that “fans, casual fans and potential fans would respond to a broader range of subjects that include ‘the woman’s cause, a fun time out in [N.Y.] and role models for their children.’” The Watsons Partner Jennifer Williams said that the team’s strategy would be to focus on “families and single women in the city and suburbs” and “building out your existing audience.” Williams said the campaign includes “outreach to groups and schools,” as well as special game events and themes (NYTIMES.com, 7/10).

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